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A major consumer products company needed to determine which of 2 positionings resonated most with difficult-to-reach B2B targets.
With a qual-quant approach, we integrated evaluated measures to identify performance for each of the positionings among the different targets. In addition, eCollageTM, Concept Focus and other projectives engaged participants in describing elements resonating most.
Results enabled holistic, broader understanding of the territories, plus key takeaways from ‘words’ and imagery via Concept Focus. Importantly, both ideas connected on emotional levels, but eCollage visuals demonstrated distinct differentiation between the two, allowing the team clear direction on how to move forward.